Piper Jaffray 28th Semi-Annual Taking Stock With Teens Survey, Fall 2014
7, 200
41
TEENS SURVEYED
U . S . S TAT E S
$59,000
AV E R A G E HOUSEHOLD INCOME
Key Highlights • Spending rebounds across categories, but views of the economy worsen. • Fashion spend increases and “different is the new cool.” • Food is second largest spending category behind clothing with restaurants and organic foods increasingly popular. • Instagram remains the favorite social media network. • Specialty accessories like GoPro camcorders and Beats by Dr. Dre headphones gain traction.
Average Age (16.0 years old)
• Mall trip frequency stabilizes after years of declines, but remains below historic averages.
47%
53%
FEMALE
MALE
Average Spend On Fashion Goods (per year)
Spending Mix By Category† CLOT HING
FA L L ‘ 14
FA L L ‘ 13
$1,069
$995
FO O D
21%
20%
ACCE SSO RIE S/PER SO N A L C A RE
FA L L ‘ 12
FA L L ‘ 11
$1,075
$880
C AR
8%
EL EC T RO NI C S FA L L ‘ 10
FA L L ‘ 0 9
$999
$994
7%
7%
V IDEO G A ME S
MUSI C/M OV IE S
E V EN T S
6%
6%
Top Preferred Clothing Brands B O O K S/M AG A ZINE S
1
NIK E 2 2 %
2
A MERI C A N E AGL E
8%
3
FO RE V ER 21
7%
4
R A L PH L AUREN
6%
FURNI T URE
OT HER
10% 9%
SH O E S
2%
1%
3%
0%
50%
10 0 %
5
URB A N O U T FI T T ER S
6
PAC SUN 4%
Shopping Trip Frequency (trips/year)
7
H O L L IS T ER 2 %
30
8
N O RDS T RO M 2 %
9
T. J . M A X X
2%
10
V I C TO RI A’ S SECRE T
2%
4%
20 10
29.3
28.7
28.1
FA L L ‘14
SPRING ‘14
FA L L ‘13
0
Top Preferred Shopping Websites†
Top Social Networking Sites
1
A M A ZO N 32 %
2
NIK E 8 %
3
EB AY 5%
4
FO RE V ER 21
5%
5
URB A N O U T FI T T ER S
2%
6
V I C TO RI A’ S SECRE T
2%
7
A MERI C A N E AGL E
2%
8
PAC SUN 2 % B R A NDY MELV IL L E
2%
E A S T B AY 2 %
Device Ownership
iPA D
59%
45%
22%
21%
67%
54%
iPA D MINI
12%
A NDRO ID TA BL E T
SM A R T WATCH
K INDL E FIRE
14%
16%
7%
Piper Jaffray Sr. Research Analysts Stephanie Wissink Household, Beauty & Children’s Products James Marsh Media & Entertainment Nicole Miller Regan Restaurants Gene Munster Internet Erinn Murphy Global Fashion & Lifestyle Brands Sean Naughton Healthy Living & Consumables Michael Olson Online Content Neely Tamminga Multi-Brand Retail & Specialty Commerce
6%
Source: Piper Jaffray & Co., company reports † Upper income teen group only
0%
Other
N O RDS T RO M 2 %
10
iPH O NE
76%
50%
10 0 %
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